"We’re helping brands become part of those moments": EA just made an entirely new division for putting ads in its games, and they're already here

windowscentral.com Jun 16, 2026

“We’re helping brands become part of those moments”: EA just made an entirely new division for putting ads in its games, and they’re already here

Curated by Shubham · TechCapsules · Jun 16, 2026

AI-summarised brief · reviewed before publication

Electronic Arts (EA) has established a new division, EA Advertising, to integrate real-world brands into its games. The division aims to enable brands to create interactive, dynamic ads that enhance the player experience. EA Advertising has already partnered with several brands, including Visa, Red Bull, and Mountain Dew, to implement ads in games such as Battlefield 6. The ads will be integrated into gameplay experiences, including in-game challenges, reward-driven objectives, and branded content.

💡 Why It Matters

· EA's move into in-game advertising sets a precedent for the gaming industry, potentially paving the way for more brands to follow suit.
· This could fundamentally alter the gaming experience, blurring the line between entertainment and advertising, and raising questions about the value of a gaming experience that is increasingly commercialized.

Capsules Gaming

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GTA 5’s Last-Gen Xbox Version Is Getting A Free Upgrade To Series…

Rockstar Games is offering a free upgrade to the Xbox Series X|S versions of Grand Theft Auto V for owners of the digital Xbox One version. This upgrade coincides with the reveal of The Kortz Center Heist for GTA Online, which will feature vast technical improvements, easy migration of progress, and new features. The upgrade applies to PS4 versions but only digital Xbox One versions, suggesting a physical upgrade limitation for Xbox players. The upgrade will appear in libraries at some point tomorrow.

💡 This upgrade caters to long-time fans who have been waiting for a free upgrade, potentially increasing engagement and replay value. It also highlights Rockstar's commitment to providing the best gaming experience for its players, especially as they approach the launch of The Kortz Center Heist.

ign.com · Jun 18

Call of Duty: Black Ops 1 and 2 Are Officially Being Ported…

Treyarch has confirmed that Call of Duty: Black Ops 1 and 2 will be ported to new platforms in July, courtesy of Iron Galaxy. The ports will include campaign, multiplayer, and Zombies modes, but it's unclear if players will be able to carry over their progress or if cross-play will be enabled with other versions. The games will be available on PlayStation, but it's unclear which platforms, and may also be available on PS5 through backwards compatibility.

💡 The re-release of Call of Duty: Black Ops 1 and 2 could shift Activision's stance on re-releases, potentially revitalizing a beloved franchise. By making these games available on new platforms, Activision may be able to tap into a new audience and reinvigorate interest in the series.

playstationlifestyle.net · Jun 18

PS5 Players Surprised With Free Upgrade of the Most Popular PS4 Game

Rockstar announced a free upgrade for Grand Theft Auto V on PS5 for previous owners of the PS4 version. The upgrade allows players to experience the game on the new console and participate in the latest version of GTA Online. Owners of the PS4 disc or digital game can upgrade to the PS5 version starting the next day, with the option to migrate story mode and online progress. Grand Theft Auto V, originally released in 2013, is one of the best-selling video games of all time. The free upgrade is a rare move by Rockstar, offering a significant benefit to loyal players.

💡 Free upgrades like this foster player loyalty and encourage engagement with the game's online community. It sets a positive precedent for game developers to support their titles across console generations.

purexbox.com · Jun 18

Gears Of War: E-Day Continues To Look Incredible In New 60FPS Xbox…

Gears of War: E-Day was showcased at State of Unreal 2026 with a tech demo highlighting Unreal Engine's power. The footage, running on Xbox Series X at 60 frames per second, features commentary from The Coalition's Kate Rayner on visual highlights, particularly lighting. The game is said to push Unreal Engine 5 and its hardware to their limits. A new Raven Extract cinematic was also released, introducing Specialist Daan Riggs. The game is set to launch on October 6th, with an open beta in August for pre-order customers, and potentially Xbox Game Pass Ultimate members. The game's visuals and gameplay are highly anticipated.

💡 Gears of War: E-Day's ability to maximize Unreal Engine 5's capabilities sets a high standard for future Xbox Series X games. Its impending release will test the console's performance under intense graphical demands.

playstationlifestyle.net · Jun 17

Newly Revealed PS5 Action Adventure Game Already in Trouble

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playstationlifestyle.net · Jun 17

PS5 Finally Getting Popular 2024 Open World Game, Out Soon

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💡 The Planet Crafter's release on PS5 marks a significant expansion of its player base, potentially boosting the game's community and longevity.